EMAIL MARKETING can be a great way for your medical practice to increase your patient volume
There are 4.3 billion email users globally and email has become popular with patients too, having almost universal daily usage.
Over 91% of all US adults check their emails daily. This is why it is one of the most efficient medical marketing services on the market. However, in order to avoid falling into the SPAM category, it's important that you take the time to build a thoughtful and informative Email Marketing Campaign that will benefit your readership.
Why is Email Marketing for Doctors and Medical Practices important?
It is one of the most cost-effective channels out there because it's quick, easy, and efficient!
Email is almost as ubiquitous as the Internet itself, that's why it's still one of the most popular modes of communication in spite of advancements in communication technologies.
It's important to note that not all doctors or medical practices have fully embraced email marketing within their respective practices.
This marketing channel keeps your patients keep aware and engaged, thus, keeps them coming back to your practice.
Essentially, Email Marketing is:
- great for keeping your patients aware, engaged, and updated;
- is useful for staying 'on the radar' of your patients;
- easily integrated into your current practice systems;
- low-cost when compared to other marketing channels;
- a proven and effective method in driving conversions.
HERE ARE SEVERAL QUESTIONS TO ASK YOURSELF WHEN CONSIDERING STARTING A MEDICAL MARKETING EMAIL CAMPAIGN:
YES, TOTALLY! Think of it this way – you’re sending content directly into a person’s mailbox where they will definitely see it. 91% of US adults check their mail on a daily basis which means Email Marketing lets you reach (both your existing and prospective) patients directly.
It’s different from posting something on your social media pages and hoping that people will see your post. With Email Marketing, you’re always communicating directly with your target audience because they will still see the subject line and your company’s name every time you send an email.
Yes, you may be right. Social Media Marketing is all the buzz these days.
HOWEVER, statistics say otherwise: daily posts on Facebook and tweets on Twitter COMBINED only account for 0.2% of daily email traffic and that’s excluding spam.
Bear in mind that email is direct and personal but also the most professional business medium out there. Ever started a conversation on social media and then when it gets all business-y you go like, “Okay. Shoot me an email”?
That’s not to say we’re not believers in Social Media Marketing. Just know that all these campaigns go hand-in-hand and Email Marketing is one of those things that you want to consider doing first.
Red Castle Services specializes in white hat methods in growing your marketing methods. As such, we assure you that we’re not going to just purchase an email list from somewhere. We use a simple concept: QUALITY over quantity.
One of the best ways to grow your subscriber list is offering some form of incentive in exchange for signing up to receive your emails. You can put it on your website, social media pages or any other touch points you create to pique your target audience’s interest.
The most important aspect of this is for your audience opt-in because it means they are genuinely interested in whatever you’re going to offer.
One of the most important things to consider when sending your emails is asking yourself “what kind of value will I provide to my target audience”?
It can be an eBook, a newsletter, a webinar, a video, or a coupon (e.g. get a few $$$ off your first appointment). For instance, a dermatologist can make content about “5 tips to keep your skin fresh every morning” or an orthopedic doctor can create something like “Exercises to get yourself ready for some physical work activity”.
Naturally, the content or value you provide is directly related to your practice. It is also a good practice to offer content/value/information that is exclusive to the email marketing channel to keep your audience engaged and excited.
Knowing your identity and consistent communication is key. It’s important to regularly send emails (but not necessarily frequent as to bombard) to your audience to keep them posted on what your practice is all about. By offering tips, advice, news and stories that align with your values as a practice (or brand, for that matter).
To get on top of this, it’s a good idea to create strategies and tactics that revolve around your values as a brand in order to effectively organize your time and plan email marketing efforts accordingly.
Of course. Your emails should match the branding, colors, typography and other design elements in your other digital assets such as websites and social media pages. This creates a unified and consistent approach in communicating your message to your audience.
As such, Red Castle Services ensures that every email marketing campaign is tailor fit to match your overall branding.
Email Marketing for Doctors – What are the advantages?Email marketing is an important part of patient engagement and has many advantages. The benefits include:
- Repeat referrals. As a doctor, often your most likely future patients are your past patients. They are already familiar with your practice and have (obviously) had some kind of injury or condition which falls under your specialty. So why not keep communication open with them via an email campaign? This way you stay on their radar and are at the front of their mind next time they need medical treatment again.
- Referring friends and family. Perhaps your past patients don’t require further medical treatment themselves, but their friends and family may. What better reference than a past patient to vouch for the quality of your services? This is why it’s important to keep communication channels open with patients and to stay visible. Email marketing for doctors is a cheap and efficient way to do this.
- Affordability. Email marketing campaigns can be sent to thousands of patients at a minimal cost. In contrast to regular physical mail campaigns, email is of course free (although some email programs do charge a fee, often depending on the size of your mailing list).
- Personalization. One of the great things about the recent increases in patient engagement technology is that information – such as the patients name and interests – can easily be tracked (obviously in accordance with HIPAA requirements). This means that your emails can be targeted and not come across as SPAM. For example, perhaps a past patient called “Susan” had previously expressed an interest in non-operative treatment for back injuries. This can easily be tagged in the system, then in future emails to Susan can be addressed to her as “Dear Susan”, plus include the relevant content she is interested in.
- Collecting patient reviews. Email marketing for doctors can also be used to collect more patient review. It is expected that Google’s algorithm which determines which practices appear on the Google Map portion of search results factors in the number of position Google My Business reviews. Therefore, why not include an option in your email marketing campaigns for patients to provide more positive reviews? Read about Online Reputation Management for Doctors for more information.
Email Marketing for Doctors – Planning your CampaignsEmail Marketing can be a great way for your medical practice to increase your patient volume and it is one of the most cost-efficient medical marketing services on the market. However, in order to avoid falling into the SPAM category, its important that you take the time to build a thoughtful and informative Email Marketing Campaign that will benefit your readership.
Here are several questions to ask yourself when considering starting a medical marketing email campaign:How are you going to Grow your Mailing List? It’s an obvious point, but you can’t have an email marketing campaign without any email addresses to send to! There are many ways to build your mailing list, but as a physician practice or medical clinic the easiest is to start collecting patient emails (obviously in compliance with HIPAA regulations). This will form the basis of your mailing list. In order to add to it further, you can have a sign up option on your website, as well as your social media pages. There are also options of purchasing third party mailing lists, however we do not recommend this, because they usually have low-open rates which harms your open rate in general, leading to your emails frequently landing in patients’ “spam” folder.Open Rates – Why should your readership open your emails? You know how it is yourself – you receive hundreds of emails every day. It’s simply not possible to read every single email. So whether you realize it or not, you perform a form of mental triage to decide which emails to open and which emails to delete. Often the factor which determines whether or not we open an open is the relevance and usefulness of the information to us. So when creating your email campaign it’s important you think about what your readership need – or want – to read about. Are you providing them with interesting and useful content? Is the usefulness of the information immediately visible from the subject?
(Track the Open Rates and Click Rates, so you can see what your Mailing List is interested in)How can the Email Marketing Campaign be used to promote the brand you are aiming for?Your email marketing campaign should sync with all of your other online marketing activities. This includes the branding. Does the campaign use the same color scheme? Is it projecting the same message? For example, if you are trying to position your practice as the leading provider in your area of a new service, are you reinforcing this message with your email marketing campaign?Can the content of the emails also be used on your website and distributed via social media?Services, we write original content for doctors and medical clinics, namely two custom-written articles every month (e.g. “3 Questions to Ask yourself before choosing your next Urgent Care Center”). After going to the effort of writing such great content, it would be a pity not to get the most out of it! That’s why we recommend not just putting the content on your website, but also including it in your newsletter, and linking to it on all of your social media platforms. This also has a great knock-on effect on your medical seo campaign.How to track the success of your email marketing campaigns?Can your email software track open rates, click through rates, and other data vital to judging the success of your campaign? It’s important to track this information, else how can you track what your readership is interested in? For example, if one campaign about PRP had an open rate of 50%, whereas another campaign about pain medications had an open rate of 10%, then it’s clear that your readership is more interested in PRP, so that would suggest to create more content around this topic.
How can Red Castle Services help with Email Marketing for Doctors?
Want help creating an Email Marketing Campaign for your Patients? Red Castle Services specializes in this. It syncs with our Medical SEO services, which requires us to write great original content about your practice, which can then be included in the email marketing campaigns. The email marketing campaign also syncs with our Online Reputation Management services. So when considering email marketing for your practice, it’s important to consider how it fits in with your other online marketing activities, so that everything is working in harmony toward the same end goal and branding.
RedCastle specializes in Online Marketing for Doctors, including Medical SEO, SEO for doctors, Online Reputation Management and Medical Website Design. Contact RedCastle Services today to find out how we can help your practice increase its number of online patient referrals.
Red Castle Services is very experienced at creating custom HIPAA compliant medical Email Marketing Campaigns for Doctors and Medical Providers.